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The impact of Covid19 on your digital strategy

The past 2-3 months has accelerated digital demand by 2-3 years.

In this session we look at what is here to stay and how to not only survive, but thrive as a business going forward with a more digital future.

We will be showing you how to understand where your business is today, what key areas to focus on, and how to prioritise digital transformation strategies.

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The impact of Covid19 on your digital strategy

  1. 1. 1 #DigitalPriorities Digital Marketing Priorities 2018 brought to you by The impact of Covid19 on your Digital Strategy How to respond to the Digital Demand created by COVID-19 Joey Moore Episerver’s Head of Product Strategy and Evangelism, EMEA & APAC Hosted by Lewis Dormer, Digital Marketing Executive at Smart Insights
  2. 2. 2 #DigitalPriorities Digital Marketing Priorities 2018 brought to you by Before we start… housekeeping • Slides will be available via Smart Insights Slideshare, or you can download them from the BrightTalk page. • Do ask questions at any point via the chat function - we’ll respond either at the end of the show or afterwards via email. #DigitalPerformance
  3. 3. EpiserverEpiserver 3 Sink or Swim: How to respond to the Digital Demand created by COVID-19 Joey Moore Head of Product Strategy and Evangelism EMEA & APAC
  4. 4. Episerver 4 CE O CM O CT O In 2020 who is going to lead the Digital Transformation of your company?
  5. 5. Episerver 5 CE O CM O CT O COVID1 9 In 2020 who is going to lead the Digital Transformation of your company?
  6. 6. Episerver 6 Winners and Losers Ecommerce Marketplaces Video Conferencing Logistics/delivery Entertainment streaming and gaming Traditional Retail Airlines, trains and cruise ships Tourism Cinema
  7. 7. Episerver 7 Winners and Losers Ecommerce Marketplaces Video Conferencing Logistics/delivery Entertainment streaming and gaming Traditional Retail Airlines, trains and cruise ships Tourism Cinema Digital Agility
  8. 8. Episerver 8 Digital is Your Main Way of Reaching Customers Now
  9. 9. Episerver 9 Consumer Behaviour Caused by Covid19 Source: EY Future Consumer Index: How COVID-19 is changing consumer behaviors
  10. 10. Episerver 10 Consumer Behaviour Going Forward Source: EY Future Consumer Index: How COVID-19 is changing consumer behaviors
  11. 11. EpiserverEpiserver What’s here to stay? 11
  12. 12. EpiserverEpiserver Online purchasing will continue to be a prominent channel for consumer buying going forward.
  13. 13. Episerver Consumers will continue to turn to delivery services for restaurant and grocery food items.
  14. 14. EpiserverEpiserver Luxury purchases will likely decline significantly.
  15. 15. EpiserverEpiserver Greater content consumption, especially online video content, is predicted to have staying power post- pandemic.
  16. 16. EpiserverEpiserver Out-of-home campaigns and in-person events will likely see a decline for months to come.
  17. 17. Episerver 17 COVID-19 is Changing Digital Transformation Priorities Survival “What can we do today?” “Which small changes can improve engagement?” The New Normal “What will the business look like in 6 months?” “How will our customers want to interact with us going forward?”
  18. 18. EpiserverEpiserver Survival
  19. 19. Episerver 19 How useful is my content? ‘2 0 Real-time content audit
  20. 20. Episerver 20 What are my customers looking for? Real-time content audit Real-time engagemen t analysis
  21. 21. Episerver 21 What topics should I focus on? Real-time content audit Real-time engagemen t analysis Prescriptive content guidance
  22. 22. Episerver Dashboard Examples • Real-time understanding of your overall content landscape at a granular level automatically • How many pieces of content did I publish? • How many pieces by asset type? • What topics did I cover? • Real-time understanding of visitor engagement at a topical level • What sections are driving engagement? • What topics are driving engagement? • How do these metrics change over time? • Understand exactly where topic gaps are within your content strategy so you always focus on the right things. • What topics should you focus on by type? • What topics should you focus on by channel? • How do these metrics change over time?
  23. 23. Episerver 23 Automated content audits in real-time Topic-level guidance on where to invest and cut Prove ROI of your content by topic
  24. 24. Episerver Anyone with a web site. No matter what you use to power it If you don’t have a web site or if you only use a fax machine or carrier pigeon to communicate with your customers Who Can Take Advantage? Who Can’t Take Advantage?
  25. 25. Episerver 25 What do you need to do?
  26. 26. Episerver The New Normal
  27. 27. Episerver 27
  28. 28. Episerver Digital Agility = Customer Experience + Digital Operations 28 Fly Highly responsive to changing customer-experience innovations; setting the standard for industry digital experiences. Run Large investments in digital operations to achieve next-level customer experiences. Walk Beginning to provide best-practice user experiences on stale, siloed technologies. Crawl Meeting basic customer-experience expectations with limited technology.
  29. 29. Episerver Methodology 29 CUSTOMER EXPERIENCE Digital Marketing Channels Mobile Experience User Experience & Information Architecture Omnichannel Fulfilment Experience Content Marketing Strategy Search Experience Best Practice functionality Personalization Strategy Product Recommendations Content Personalization DIGITAL OPERATIONS Responsibility & maturity of CX design Measurement Optimization Marketing Campaign Management Analytics / BI Experience Management Application Development Infrastructure & Deployment Omnichannel Fulfilment Customer Service Episerver’s Digital Agility Model is based on 20 criteria, 10 referring to your current Digital Operations and 10 criteria referring to your Customer Experience. Working with the Episerver team, we work through each of these criteria with a grade associated to the current state of your business organization. We aggregate those grades into a placement on our DIGITAL AGILITY CHART so that you can see how you stack up against other organizations – either similar in your vertical or across the digital landscape. While some of these criteria could refer to the use of products that Episerver offers, this methodology is not built around a particular platform, but rather the use of a broad set of technology to improve your organization across the board. Criteria highlighted above can be improved using products that offers
  30. 30. Episerver 30 CRAWL WALK RUN FLY Digital Marketing Channels Web, Email Web, Email, Mobile, SMS Web, Email, Mobile, SMS, Push, Social Web, Email, Mobile, SMS, Push, Social, Physical, Voice, AI-Bots Mobile Experience Desktop site Mobile site and/or app Responsive or Adaptive Design Progressive Web Application Headless API Voice assistants VR/AR environment User Experience & Information Architecture Anecdotal Persona-Driven Research & Persona Driven Human Centered Design Omnichannel Fulfilment Experience None Show inventory visibility Ship-from-store, Pickup-in-store Buy anywhere, fulfill anywhere Content Marketing Strategy Ad-hoc Developed separately by each department Developed in conjunction with marketing department Dedicated content Scrum teams with agile content development methodology Search Experience Simple keyword or SOLR search AI-optimized search Autocomplete, synonyms, Custom landing pages depending on segment /organic search AI-individualized search Adaptive, contextual navigation Ranked product/content listings based on behavior App based Custom IoT Voice controlled Best Practice functionality Meets basic functional expectations of industry peers Meets best practice functional expectations in digital experience and ecommerce Exceeds best practice functionality and provides unique and highly valuable functionality to users in their industry Sets the standard for best practices across industries. Regularly tests new user experience, presentation-layer functionality, and innovations Personalization Strategy Basic / Contextual Personalization Personalize segments using explicit web behavior on limited data points Automated with A.I using multiple data points including implicit web behavior and from back-end systems Omni-channel personalization extending to external channels such as paid media and social Product Recommendations Manual merchandising rules to push particular products on homepage Product recommendations based on user segment on product and category pages Personalized product recommendations site-wide and by email based on the user and their cohort's onsite behavior Individualized product recommendations site-wide for upsell and cross-sell based on the user and their cohort's behavior across all touchpoints and external channels Content Personalization Manual recommendations of new or 'featured' content on homepage Content recommendations targeted to particular user segments on top level category pages Personalized content recommendations site-wide and by email , based on the user and their cohort's onsite behavior Individualized content recommendations and content sequencing across all touchpoints and customer facing channels CUSTOMER EXPERIENCE
  31. 31. Episerver 31 CRAWL WALK RUN FLY Digital Marketing Channels Web, Email Web, Email, Mobile, SMS Web, Email, Mobile, SMS, Push, Social Web, Email, Mobile, SMS, Push, Social, Physical, Voice, AI-Bots Mobile Experience Desktop site Mobile site and/or app Responsive or Adaptive Design Progressive Web Application Headless API Voice assistants VR/AR environment User Experience & Information Architecture Anecdotal Persona-Driven Research & Persona Driven Human Centered Design Omnichannel Fulfilment Experience None Show inventory visibility Ship-from-store, Pickup-in-store Buy anywhere, fulfil anywhere Content Marketing Strategy Ad-hoc Developed separately by each department Developed in conjunction with marketing department Dedicated content Scrum teams with agile content development methodology Search Experience Simple keyword or SOLR search AI-optimized search Autocomplete, synonyms, Custom landing pages depending on segment /organic search AI-individualized search Adaptive, contextual navigation Ranked product/content listings based on behavior App based Custom IoT Voice controlled Best Practice functionality Meets basic functional expectations of industry peers Meets best practice functional expectations in digital experience and ecommerce Exceeds best practice functionality and provides unique and highly valuable functionality to users in their industry Sets the standard for best practices across industries. Regularly tests new user experience, presentation-layer functionality, and innovations Personalization Strategy Basic / Contextual Personalization Personalize segments using explicit web behavior on limited data points Automated with A.I using multiple data points including implicit web behavior and from back-end systems Omni-channel personalization extending to external channels such as paid media and social Product Recommendations Manual merchandising rules to push particular products on homepage Product recommendations based on user segment on product and category pages Personalized product recommendations site-wide and by email based on the user and their cohort's onsite behavior Individualized product recommendations site-wide for upsell and cross-sell based on the user and their cohort's behavior across all touchpoints and external channels Content Personalization Manual recommendations of new or 'featured' content on homepage Content recommendations targeted to particular user segments on top level category pages Personalized content recommendations site-wide and by email , based on the user and their cohort's onsite behavior Individualized content recommendations and content sequencing across all touchpoints and customer facing channels CUSTOMER EXPERIENCE
  32. 32. Episerver 32 CRAWL WALK RUN FLY Responsibility & maturity of CX design None or ad-hoc Cross functional Defined individual role/team Defined areas of responsibility in each business area Measurement Volumetric with no targets KPIs measured against targets for digital channels KPIs aligned to overall business objectives Lifetime value Understanding of loyalty Optimization Anecdotal with ad-hoc site updates Periodic page level AB testing on primary conversion points and adding winning page designs to scheduled major site updates Block level ABn testing for primary and secondary conversion points and adding winning factors into regular minor site update schedule ABn/MVT testing cycle on each stage of conversion funnel and all conversion points with pro-active serving of winning factors based on business requirements Marketing Campaign Management Manual outbound Campaigns with limited segmentation Marketing Automation with simple personalisation Individualized messaging with optimized send-time, based on custom corporate templates Hyper personalised omni-channel campaigns using predictive analytics and complex templates Analytics / BI Siloed analytics solutions with general reporting Tracking of individual user behaviour on web Dashboards with converged analytics data Omni-channel tracking with single user profile User Journey Mapping Actionable Segments Single Customer View across all channels Predictive, Propensity modelling Automated AI-driven insights Experience Management Publishing new experiences requires new HTML development Content can be changed by a business user and published to the production environment without developer intervention. Layouts, block management, and optimizing for devices still require development. Requests for new templates are common. Content, layout, and device can be controlled by a marketer with little to no use of technical resources. Business users can collaborate with one another in within the platform. Full control of user experience with no day to day involvement from developers. Use of A.I to automate the selection and optimization of content selected. Heavy use of workflows and approvals to involve more users in the organization to publish experiences. Experience management is democratized to individuals within the organization. Application Development Outsourced Outsourced + internal front-end devs Co-delivered with internal & SI's Internal-led with SME partners Infrastructure & Deployment On-premise or SaaS License-model deployed to Cloud PaaS Core Platform with separately licensed third-party add-ons PaaS Core Platform with fully integrated service enhancements in one solution Omnichannel Fulfilment None Buy online, ship from anywhere Buy anywhere, fulfill anywhere Return in any channel Customer Service Phone, Email, FAQs Live Chat Omni-channel support Automated Chatbots DIGITAL OPERATIONS
  33. 33. Episerver Background COOP Lockdown meant going to physical stores should be avoided. Norwegian Government pushing for more online food purchase and delivery due to Covid-19 Two Weeks Changed entire business model Solution Avensia and Episerver rose to the task - built fully functional ecommerce site with PIM and ERP integration in just two weeks.
  34. 34. Episerver Background Norwegian Institute of Public Health NIPH has been a Episerver customer since 2008. Their main information source for the COVID-19 situation, had major problems scaling with the increased need for information by the Norwegian population. < 48hMigration time from on-prem to azure 200%Increase in traffic since December Solution Episerver Content Cloud solved their pains in a demanding situation, and relay the value that having one platform for all digital content provided as a long-term solution to their needs.
  35. 35. Episerver 35 Your COVID-19 Strategy Survival “What can we do today?” “Which small changes can improve engagement?” The New Normal “What will the business look like in 6 months?” “How will our customers want to interact with us going forward?”
  36. 36. Episerver Customer-Centric Digital Experience Platform
  37. 37. EpiserverEpiserver 37 Thanks Joey Moore Head of Product Strategy and Evangelism EMEA & APAC Twitter: @joeyizzy Linkein: linkedin.com/in/joeymoore Email: joey.moore@episerver.com

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